The LiddUp cooler's interior LED lining caters to bonfires, backyard BBQs, campsites, and anywhere else high on the drinking but low on the lighting levels normally present to assist partiers in determining what exactly they're sucking out of their bottle or can. Bypassing the need for a flashlight, head lamp, or just downing whatever you happen to pull from the ice first--which will inevitably be a Heineken or some similarly gross offense to the world of beer--the LiddUp provides illumination through the ice and throughout the entire cooler.

LiddUp LEDs function like fridge lights: lid open, wax on; lid shut, wax off. Plus, lights emit no heat and sit flush with the cooler's interior walls, so they'll take up none of the space more appropriately allotted to 6-packs of Bud Light Lime and the single bottle of Hoptimus Prime Double IPA I'll allow to share the ice based on the merit of its name. LED life expectancy is 40 hours of continuous light, or up to 2 years of normal usage, on a single 9-volt battery.

For its initial production run, LiddUp is producing 50-quart coolers outfitted with a handle, wheels, and cup holders. The system promotes itself as fully shock- and waterproof, and it sounds like creator Taylor Gwiazdon & Co. had a grand time testing these claims by submerging the coolers in water, smashing them with baseball bats, and throwing one out of a truck traveling at 80 mph.

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